Mar 24, 2012

9:24am: I make that Pimms o'clock

Hats off to the people at Pimms whose giant deckchair construction on Bournemouth beach, timed to coincide with the media scrum to cover the first hot weekend of the year, is becoming the background of choice for news stories about Britain's beaches filling up with sunseekers this weekend.

Of course, should anybody fancy a breakfast Pimms, the BBC managed to comment variously on the deckchair this morning without mentioning the company behind the stunt. But anybody intrigued to find out more doesn't have to search for long to discover Pimms' involvement. The PR stunt has been picked up widely.